Unpacking Sustainability: Understanding Consumer Diversity in the Italian Technological Landscape”.

BVA Doxa and Swappie, the European leader in iPhone reconditioning, have identified four distinct groups of consumers that represent different aspects of the technological landscape in Italy. The first group, known as “Eco-practices,” consists mainly of women aged 45-64 in Northern Italy. These consumers are environmentally conscious and focus on living a balanced life, despite having moderate motivation towards sustainability.

The “Green dreamers” group is made up of mainly women over 55 in Central Italy and represents the ecological fervor within the technological sector. This group is enthusiastic about the environment and embraces reconditioned products and smart technologies to reduce energy consumption. They lead a lifestyle that includes eco-friendly practices and conscious spending behaviors.

The “Technological” cluster is a mix of young men and women aged 18-34 from Central and Southern Italy who are well educated and passionate about new technologies. They are always eager to try the latest innovations on the market while also adopting eco-friendly behaviors to support sustainability.

Lastly, the “Indifferent” group consists mainly of young adults aged 25-34 in Central Italy who show apathy towards both technological innovations and sustainable practices. This group reflects a lack of interest in making conscious consumption choices, leading to unaware and disengaged behaviors.